How Tegile Uses Data to Bring Marketing and Sales Closer Together

How Tegile Uses Data to Bring Marketing and Sales Closer Together

Sure — if you’re lucky (or psychic), opinions and gut feelings do sometimes yield great results. But when it comes to making serious business decisions, it’s usually best to instead rely on cold, hard, indisputable data. Because data is (obviously) impartial, it doesn’t take sides, and instead works as an olive branch to bring teams together where before those gut feelings may have driven a wedge.

Just take a look back at the history of Tegile Systems’ Marketing and Sales teams. They couldn’t agree on what could have been simple things — such as what a qualified lead looked like — and they didn’t trust each other because the teams and their KPIs were so siloed. Sales believed one thing, Marketing believed another, and the two couldn’t find common ground because the metrics they were reporting on weren’t consistent or conclusive. Because of a lack of normalization in the database, even the Executive team didn’t thoroughly trust the reports that were coming out of Marketing.

The team needed to figure out how they could:

  • Look at metrics that would add value for both Marketing and Sales
  • Report on what they were accomplishing for the business beyond generating leads
  • Normalize and optimize the system of record to inspire more trust in the end results
  • Make better decisions about how to allocate resources

Marketing recognized that it had a serious reporting problem, and they set out to solve it by implementing BrightFunnel’s platform as a source of conclusive truth across the company. Marketing Operations Coordinator Josh Lucas described this by telling us that “We wanted to see what was helping to drive Sales and the business. What’s delivering pipeline and revenue? Where should we continue to invest? What isn’t performing as well as we’d thought? These are the kind of questions we could start digging into with BrightFunnel.”

So what happened after they made the switch, normalizing data across the board and providing accurate metrics around campaign performance where before there were discrepancies? For starters, Marketing was suddenly able agree with Sales on what a quality lead looked like, and which campaigns they should focus on to bring in the most ROI.

As Josh put it, “There were programs that Sales didn’t think were working, but Marketing could confirm that they were in fact seeing success. On the flip side, there were events that the Marketing team thought were successful, but then the data would show that no real revenue was coming out of them. The data increased the base-level of trust between the different teams, which resulted in a more unified Sales and Marketing strategy going forward.”

In addition, BrightFunnel now helps Tegile’s Marketing team better plan the upcoming year’s budget by thoroughly analyzing data from the previous year, drill down into data more quickly, and confidently report on the campaigns that deliver pipeline and revenue for the business.

Josh summed these improvements up well by saying that “BrightFunnel lets us be more strategic in our decision-making instead of relying on campaign performance guesstimates. Full-funnel attribution and waterfall analysis let us see exactly where we need to focus our marketing efforts in order to increase deal velocity and move more opportunities through the funnel to closed-won.”

Check out Tegile’s full customer success story to read more about how their Marketing and Sales teams were able to work better together by relying on data.

How Cloudera Makes Smarter Marketing Decisions Faster: A Multi-Touch Success Story

How Cloudera Makes Smarter Marketing Decisions Faster: A Multi-Touch Success Story

It’s a simple concept: Find out what’s working, do more of it, and see success rates go up.

A good example of this in practice is through Cloudera’s marketing org, which has mastered the science of figuring out which tactics work the best throughout their buyer’s journey. After implementing multi-touch attribution and ABM measurement, 16 individuals on the team are now empowered to dig deeper into the true impact of their work. “Everyone can now derive better insights, make more data-driven decisions, and allocate resources more intelligently,” Cloudera’s Sr. Manager of Marketing Operations Ravi Shrestha said about their progress.

But how did they get to such a great place?

Entering a period of rapid growth, data management and analytics company Cloudera needed to become more data-driven in its marketing efforts. There simply wasn’t room for educated guesses or gut feelings — they had to know precisely what would or wouldn’t work. After failed attempts with both manual spreadsheets and expensive BI software, the team got even more specific with its wish list. They needed a single solution that would:

1. Easily connect marketing efforts to pipeline and revenue

2. Use minimal time and resources to deliver that full picture

3. Standardize in-house measurement for everyone across the team

4. Pinpoint Marketing’s most effective strategies

“We realized we wanted a real out of the box solution that answered our attribution needs and was easy to use and implement,” said Ravi.

Because BI was proving to be an unpromising alternative to manual spreadsheets — too costly and complicated to be sustainable as the company continued to grow — the team turned to BrightFunnel to help solve for its attribution problem. And just like that, everything changed.

The platform was up and running in just weeks, so the team immediately gained insights that would go on to inform their overarching strategies and individual campaigns. Multi-touch attribution gave the Cloudera marketing organization a more complete, in-depth view of their specific buyer’s journey, which helped them make more informed decisions about where to focus resources. The time it took to generate reports was shortened from hours (sometimes even days) to just seconds. And maybe best of all, the platform democratized measurement, allowing everyone on the team from demand generation specialists to field marketers to make smarter, more confident calls in less time. As Ravi put it, “This is revolutionary from a marketing perspective.”

In short, BrightFunnel ticked off every single box on Cloudera’s wishlist — and then some.

Learn even more about how Cloudera’s data-driven marketing team found ABM and multi-touch attribution success with BrightFunnel by reading the full customer story.

How Nimble Storage Drove A 128% Increase in Marketing-Influenced Bookings with BrightFunnel

How Nimble Storage Drove A 128% Increase in Marketing-Influenced Bookings with BrightFunnel

Today we’re excited to publish the latest addition to our customer success series with brand a case study. Read on for an overview of how Nimble Storage was able to drive 128% increase in booking with BrightFunnel, or download the full case study today!


Serving more than 5,500 enterprises, governments, and service providers across 49 countries, Nimble Storage is redefining the flash storage market.  A data-driven organization, Nimble knew that the ability to more effectively analyze and interpret marketing performance would be a necessity in order to meet aggressive company-wide goals.

Nimble Storage faced several challenges that they knew could hinder their ability to reach these goals. These challenges ranged from ineffective campaign attribution in their CRM and Marketing Automation solutions, lack of insight into Marketing’s impact on pipeline and bookings, and the inability to seamlessly share and collaborate across the organization.

“Our marketing mix is diverse and constantly evolving. Despite growing investments significantly from quarter to quarter, we lacked a way to effectively measure Marketing’s impact on bookings,” says Dan Leary, VP of Worldwide Marketing at Nimble Storage.


Nimble Storage Marketing Attribution Report

To overcome these challenges, Nimble Storage partnered with BrightFunnel to do what their CRM and Marketing Automation couldn’t: analyze multi-touch attribution across the buyer’s journey. Moving beyond the limitations of their CRM, they were granted full visibility into campaign history, ROI, trends, and campaign-specific performance—helping them finally connect marketing activity to bookings.


Using BrightFunnel, the company’s marketing leaders gained the ability to easily understand performance with a single, consolidated view into their team’s influence across activities. With the ability to measure marketing impact using account-based, multi-touch attribution—rather than single-touch models—Nimble was able to:

  • Increase impact: BrightFunnel insights guided decisions that helped increase Marketing’s total impact on bookings by 128%.
  • Improve visibility: For the first time, the entire marketing team
    and management had visibility into Marketing’s impact.
  • Make data-driven investments: Nimble gained insights that allowed them to invest confidently, increasing marketing spend by 30% to improve top-of-funnel demand generation.
  • And more…

“Data-driven decision making has always been a foundation of Nimble Storage’s success. Partnering with BrightFunnel, we gained valuable new insights into how Marketing’s activities were actually impacting business. As a result, we’re making smarter investments armed with the confidence that our decisions will support continued, rapid growth.” 

– Dan Leary, VP of Marketing, Nimble Storage

To learn more about how they achieved these impressive results with BrightFunnel, download the full case study today!

BrightFunnel — We’re Crushing It, and We’re Hiring: Join Us!

BrightFunnel — We’re Crushing It, and We’re Hiring: Join Us!

There comes a time in every successful startup’s trajectory that things seem to fall in place. It’s often described as “achieving Product-Market fit.” We seem to be in that place right now—but I’m not sure I’m crazy about that expression, as it sounds very absolute, binary, and clinical. We’re an enterprise SaaS company, not a hit-driven consumer app. So instead of celebrating the reaching of a mountain-top, it feels more like we’ve earned an entry into playoffs. Now it’s up to us to make it to the Super Bowl.

And that’s where you come in. Over the next 12 months, we will need to make many key hires. Most of those will come after we become profitable (most likely in Q4 of this year), but a few are immediate needs. This is a unique opportunity to join a startup that has achieved product-market fit, but still has the upside associated with a seed-stage startup.

Immediate Needs

  • Full Stack Marketer / Head of Marketing — We are hiring a mid-level full-stack marketer, who is data driven, an SEM and demand generation wizard, proficient in GA and Marketo, but also has a flair for putting together effective messaging and programs. This person also has to be able to be a thought leader and model best practice demand gen and use of BrightFunnel.
  • Enterprise Sales — We are currently a sales team of two, a head of sales, and one account executive. And we’re looking to bring on one more enterprise sales executive immediately, to help us handle our pipeline. We are aiming for a mid to senior level person. Competitiveness and hustle is an absolute must. As is the ability to sell to senior executives.

Medium Term Needs (3-6 mos)

  • Enterprise Customer Success
  • Front-End Developer
  • Full Stack Engineer 
  • Sales Development Representative (SDR)
  • Product Marketing Manager / Director

While those are our immediate needs we are always looking for great talent.  So we want to hear from you! If you want to learn more, or feel that you or someone you know may be a good fit for any of the above, email us today (with resume) at jobs [at] brightfunnel [dot] com!

BrightFunnel Case Study: ServiceMax Gains Total Visibility to Marketing’s Impact on Sales

BrightFunnel Case Study: ServiceMax Gains Total Visibility to Marketing’s Impact on Sales

“Salesforce was only telling us a small portion of Marketing’s impact on sales. With BrightFunnel, we get the complete picture.”Janelle Donovan
—Janelle Donovan, Sr. Director of Marketing

The Challenge

ServiceMax helps companies like Coca Cola Enterprises and Tyco transform their field service organization to deliver fast and effective service that increases customer satisfaction and ultimately drives service revenue. As a B2B company, their marketing organization needed to be able to tie spend to revenue, but the team faced key challenges:

  • Having deeper visibility than could be provided by alone.
  • Getting a complete view of marketing’s impact at every stage of the funnel;
  • Measuring campaign spends, direct impact on pipeline and revenue;

The Solution

ServiceMax turned to BrightFunnel to uncover what was happening throughout the lead lifecycle.

By connecting BrightFunnel to their CRM, ServiceMax could easily tie marketing spend to revenue and pipeline. Now actionable insights, by region or segment, were available instantly without having to run time-consuming reports and manipulate data in excel. “We relied on endless manual calculations and spreadsheets to derive campaign attribution,” said Janelle Donovan, Sr. Director of Marketing at ServiceMax, “and understanding the velocity of lead to sale was impossible to do before.”

BrightFunnel’s multi-touch campaign attribution was a big win which ultimately drove more awareness in sales on the impact of key marketing campaigns. Donovan explains that the volume of campaigns being run often creates noise within the sales organization, resulting in too many factors to push to a prospect or account at any given time. In order to break through the noise, she needed to surface specific data on the most valuable campaign types. Using BrightFunnel, Donovan’s team revealed that every closed/won deal has included at least two live touches—such as roadshows or conferences—during the buyers’ journey.

The ROI for live events was clear and the spend, justified. Not only has Donovan captured sales’ attention, the sales team is now highly motivated to get their prospects to attend, knowing that there’s a direct correlation between events attended and the likelihood to a closed deal.

The Results

BrightFunnel has allowed ServiceMax to fully understand how their marketing efforts translate to pipeline.

Understanding the velocity of lead to sale was impossible to do before.”Janelle Donovan
—Janelle Donovan, Sr. Director of Marketing

  • Every dollar spent can be mapped to campaign investments along the buyers’ journey.
  • With an understanding of which campaigns drive pipeline, they can identify revenue levers and optimize accordingly.
  • They have clarity into the middle of their funnel, including rich insights which were not possible with Salesforce alone.

“Insights from BrightFunnel will have a huge impact on our planning and budget for 2015,” says Donovan. With a lot of the guesswork taken out of creating next year’s roadmap, the ServiceMax marketing team can focus on optimizing campaigns that they know drive revenue.

To learn more, watch our video interview where ServiceMax’s Janelle Donovan discusses how BrightFunnel saved her team time and helped surface the value of live events for mid-funnel prospects.

A Behind-The-Scenes Look At BrightFunnel Customer Success: Two Truths And A Lie

A Behind-The-Scenes Look At BrightFunnel Customer Success: Two Truths And A Lie

At BrightFunnel, we pride ourselves on establishing transparency between customers, employees, and with everyone we work with and draw inspiration from. We’re excited to introduce an inaugural installment of our Customer Success Series with a game of two truths and a lie:

We believe that all customers are created equal. [TRUTH]

We know that our success is ultimately tied to the success of our customers. Luckily, we’re blessed to have a customer base comprised of smart, data-driven marketers, who understand the benefits of data-backed marketing, and the importance of tying marketing to the bottom line.

It’s important to us that all of our customers are realizing the full benefits of our solution. Many of our clients are already pushing the limits, finding new ways to apply data-backed insights to B2B marketing. These marketing leaders have standardized on BrightFunnel reports in board and executive meetings, been able to improve campaign ROI, and have gained greater visibility into the entire revenue funnel.

When we identify a client that’s only accessing a limited portion of our feature set, we proactively reach out to develop a plan to match BrightFunnel insights to their unique needs. From the get go, we work with clients to understand their existing marketing processes, their individual pain points, and show them how BrightFunnel can not only save them time, but produce insights that many had previously deemed inaccessible with standard CRM/automation reporting.

We work hand-in-hand with our customers to ensure that they’re getting the most value from their BrightFunnel experience and that we’re addressing all of their marketing analytics needs. These customers, in turn, have been eager to return the favor—reward us with advocacy through referrals, success stories and, our favorite, high-fives.

How we do it:

  1. Track customer usage to identify opportunities
  2. Develop custom engagement plans to address our customers’ unique needs
  3. Hold weekly customer meetings to track progress and suggest areas of improvement

We encourage demanding customers. [TRUTH]

A demanding customer is a great customer. They’re often the most engaged and the ones providing us with invaluable feedback on current and upcoming functionality. It’s this feedback that drives much of our product development and inspires us to think of new ways to answer the questions that matter most to B2B marketers.

But collecting this feedback is only half the battle.  We make it a point to socialize customer feedback across the entire company. Every single employee at BrightFunnel is accountable for customer success and, in order to succeed, the entire organization needs to have an intimate understanding of customer sentiment, needs, and expectations.  From Product Managers to Sales and Marketing to Engineering to the building landlord (okay, not him), ask anyone at our company how one of our clients is doing and they’ll be able to give you the run-down.

How we do this

  1. Encourage customer feedback through regular calls and surveys
  2. Provide weekly client-by-client updates to the entire team
  3. Socialize client success via demonstrations, case studies, and speaker series

You need perfect data to use BrightFunnel. [LIE]

Most marketers are “plagued” by mountains of data across a wide range of marketing technologies (Salesforce, Marketo, etc). While, in theory, more data should equal more insights, this data is rarely well organized and often siloed between disparate platforms. Sound familiar? If so, you’re not alone, and messy data is one of the primary factors that makes it difficult for B2B marketing leaders to derive insights.

While BrightFunnel does help marketers make sense of messy data, we do so automatically through intelligent routing and policies, instead of costly consulting and extensive data clean-up procedures. Unlike most BI and marketing analytics solutions—you won’t need to spend months and thousands of dollars on professional services to clean up your data before you’re able to work with BrightFunnel. Our customers can start using our predictive insights from day one, and integration is easy—often getting new clients up and running in as little as 48 hours.

We can do this because our solution works with your existing business processes. Our multi-touch attribution algorithms are able to identify and link customer, sales, and marketing relationships between all of your technologies. With other analytics platforms, even after costly data clean up, you’ll still need to to conform to their processes, requiring extensive training and adjustments to the way you do business. With Brightfunnel, you’ll have access to actionable marketing insights from day one, even if your data is less than tidy.

How we do this:

  1. Aggregate and sort data from all sources in the cloud
  2. Use intelligent attribution models to draw connections between disparate sources
  3. Form a complete view of your B2B revenue waterfall and produce predictive insights

We’re constantly working to improve our clients’ BrightFunnel experience and believe that the only way to do so is through regular, open communication. We learn from our customers each and every day and this open dialogue directly influences how we evolve BrightFunnel. We want to ensure that we’re able to address the questions that matter to B2B marketers through our solutions, our leadership, and yes, even our blog.

Stay tuned for new installments of our Customer Success Series, where we’ll showcase insights from data-drive marketers, best practices, and behind-the-scenes looks at BrightFunnel customer success.